Propeg - Hairbrush

Hairbrush is a film in Propeg's "Let's flip the logic" campaign, which was created to celebrate the agency's 60th anniversary. This institutional campaign openly acknowledges the worn perception of the Propeg brand and turns it into a turning point. 

Through three self-referential films, the agency pokes fun at its own recent history and proposes to “flip the logic” from the inside out. It’s a communication approach that laughs at itself, challenges the market and makes it clear that no one should expect the obvious from Propeg going forward.